Food labelling changes to provide useful consumer information

Traffic light colours could be used to get message across, Sylvain Charlebois writes.

When it comes to food, the current government is big on consultations. Health Canada has recently launched online public consultations and will be conducting consumer-oriented research to assess which formula works best for front-of-package labelling.

Four models have been presented as Health Canada appears to want to keep its options open, although all of the logos look the same. Regardless, saturated fats, sugar and sodium are targeted and are intended to be dominantly placed on labels on all packaged goods sold in Canada.

The new suggested label policy appears to be straightforward. All food products that include more than 15 per cent of the daily recommended consumption of each ingredient will be labelled at the top of the package. Raw commodities with natural ingredients, such as maple syrup or meat products, will be exempt, which makes perfect sense.

Front-of-package nutrition symbols and notices are presumably noticeable and require minimal prior nutrition knowledge to use. The label needs to be clear and simple, which is exactly what Health Canada is proposing. But simplicity does not necessarily guarantee a confusion-free experience.

Although individuals pay attention to sugar, fat and sodium, they may rely on these nutrients to the exclusion of others. One can argue the more time individuals spend eating sugar, fat and sodium, the lower their grasp in determining which product is healthy. The policy, as presented by Health Canada, appears to over-value certain nutrients. One good step is that calories are not emphasized. Studies suggest that calories are overused and can interfere with selecting a healthier product.

Beyond the proposed frontof-packaging labels, one issue that should be underscored is the accuracy of the nutritional labels. Many studies have shown that sodium and fats are often under-reported.

A likely beneficial outcome would be to see food manufacturers reformulate some products they have been marketing for decades. Some could choose to discontinue entire product lines.

Health Canada’s plan is likely the most effective way to let consumers know what to look for. For the new labelling rules to be effective, the labels should go a little further. The new labelling policy should have colour and words that indicate levels. Studies show that the traffic light system is the best example for such a design. According to a few studies around the world, consumers exposed to the green-yellowred scheme of colours are three times more likely to identify the healthier food products than consumers using other systems. Over time, consumers understand that the health value of food products can be assessed in relative terms. Right now, Health Canada’s approach is dangerously binary and does not allow for some interpretation and enhanced nutritional literacy.

Some also suggest the new plan does not go far enough. Several groups and experts claim that cartoons and colourful packaging ought to be banned. It is known that products that seek to engage children with their packaging are significantly less nourishing than foods that do not. However, with clear and unassuming front-ofpackage labels, the information would provide parents with the necessary tools to properly make decisions for themselves and their children. There is a delicate balance between giving the proper information to consumers and overprotecting society in general. Overprotection rarely entices consumers to become better educated about important issues such as proper nutrition. New policies should encourage consumers to make healthier choices.

Short of a traffic light-esque approach, Health Canada appears to be striking the right balance between labelling simplicity and effectiveness. There also appears to be some momentum toward more of these new labelling policies around the world.

Importers will not see this new approach as an obstacle, or at least, it should not become a deterrent which could potentially limit trades. For our own food security and economic welfare, this is something we need to keep in mind as we try to empower consumers with more information about the food they eat.